Miss Biscuit, a Melbourne-based business offering decorating classes and supplies, has migrated to WP Engine’s industry-leading WordPress platform led by agency partner, Chromatix.

In 2021, Miss Biscuit began working with Chromatix to elevate its website and increase demand for its products and classes online. Since the migration, the Miss Biscuit website has achieved zero downtime, 100% uptime throughout events, a 40% increase in speed index and a 41% decrease in total load time.

While MissBiscuit.com.au performed well overall, high traffic numbers began to impact the effectiveness of the site during key sales events including its May Anniversary Sale and Christmas Sale. Over concurrent sales events, the website experienced challenges with search experience, site integrations, event-based workflows, and with increasingly high traffic, downtime.

“Miss Biscuit was sending out its newsletter and new offers early in the morning and within the hour, the website would crash,” Chromatix director, Irwin Hau said.

“This was a frustrating experience for customers as well as the Miss Biscuit team. Websites are incredibly important, not only for conversions but also revenue, and with clients from Melbourne, Sydney, and around Australia visiting the site all at the same time, fixing this issue was a top agency priority.”

Hau and his team recommended a more stable ecommerce server solution to create a smoother website experience and support the website’s growing number of visitors. At that point, Chromatix engaged WP Engine to provide a sturdy and secure foundation.

“There were so many possibilities with the Miss Biscuit site and without a stable server, we were limited. It’s difficult to build a house on a rocky foundation, and the same applies to building a website. WP Engine helped us build an excellent foundation for this project to thrive on,” Hau added.

Chromatix leveraged WP Engine’s computer-optimised servers for WooCommerce hosting, providing Miss Biscuit with its own dedicated server and removing the risk of downtime due to high concurrent traffic. WP Engine also provided a scalable infrastructure solution to support traffic at peak periods with additional application monitoring and post-event feedback to assist with any future developments.

With the support of a secure and stable server, Chromatix was able to turn its focus to upgrading UX elements that would provide Miss Biscuit customers with an even better eCommerce experience.

“If we are selling premium products, we want to be able to provide premium service. This applies to the Miss Biscuit website as well. As a result of these improvements, we are now able to explore additional opportunities for creating a smooth, enjoyable, and memorable journey for all customers,” Hau said.

Chromatix also worked with WP Engine to add search-based technology to the site. This integration, which adds AI to site search and discovery, supports the website’s overall new direction, allowing customers to more easily find the products they need.

With Chromatix’s supported optimisations in place, Miss Biscuit has since celebrated two of the highest-grossing sales events in its history.

“The outcome of this project has been precisely the type of result we aim to provide our clients. With WP Engine behind us the whole way, we were able to not only build a new online experience for an important ecommerce client, but we were able to tackle their mission-critical challenge around downtime and set their online customer experience back on track,” Hau said.